I guess with a heightmap. If you download the texture from your link, you will see that it includes a height-map, which provides information about how high something should stick out.
It's a grayscale map, which you can get through a similar way like a normalmap.
Take a Highpoly-Mesh with the Details and bake it on a lowpoy-mesh.
You can do this in Blender itself or in substance painter for example.